Yell Bangkok uses music to make the hits that touch ASEAN consumer’s heart
ASEAN countries are home to nearly 700 million people and every year, a million advertising campaigns are launched. Some are good, while others are bad. There are many approaches to advertising campaigns and for ASEAN audiences music is one of the most effective mediums to communicate with.
In Bangkok, iQiyi recently launched a very successful music campaign called “You me iQiyi.” The campaign purpose was to resolve the pronunciation of iQiyi (ai-chee-yee) among the target audience – as this Chinese OTT platform is difficult to pronounce in Thai. The successful music-led campaign netted 3 million views in 12 hours and 7 million views in 24 hours.
Yell Advertising Bangkok is a prolific creative agency that creates a large amount of music for advertising campaigns. It’s known as the “ear-warm strategy.” Not only with their “You me iQiyi,” campaign but also throughout their history on many other campaigns.
Chang Beer’s most successful music marketing campaign, “Cheers,” generated nearly 50 million views from the brand’s main channel, artist channel, more than 100 remix versions, and ranked second in Thailand’s local music chart in 2019.
“In recent years, we’ve done a lot of music-driven campaigns. In every one of our campaigns, we try to entertain the target audience first, and then we blend the relevant message into the songs; the context is the most important thing you can’t overlook. This is the secret of success behind several Bangkok music campaigns,” said Dissara Udomdej, Yell’s CCO.
“Music is in the hearts of all ASEAN people, not just Thais,” Udomdej said.
2019
“Come and Get Me”, GET Delivery, 30 millions views and ranked as top YouTube leader board Thailand
“Don’t stay late”, Chang Beer, almost 15 millions views with a very popular in Food Park event.
“When V make a home” Villa Market, 3 million views. From international hits song to remix version by Thai artist
2018
“I can’t stand” CP Delight, 3 million views, a parody hits song that went viral
2017
“Just Buy” Just Buy Store, More than 3 millions views from original and cover versions 1st Interactive Music Video in ASEAN